Ireland's Publication for the refinishing & associated Industries

Simoniz goes back to black

Leading car care brand Simoniz is pushing for continued retail sales growth with the unveiling of a new look for its car cleaning range. Spearheading the re-design is the introduction of a new non-acidic wheel cleaner, Simoniz Alloy Clean Plus.

The new black and gold packaging communicates the brand’s heritage, taking inspiration from Simoniz’s iconic Original Wax gold tin. To assist customers when choosing products in-store, the new packaging introduces easily-identifiable colour-coded flashes: red for exterior products, green for interior products and blue for wheel and tyre products. Benefit icons provide key information on each product’s attributes at a glance.


Rebecca Martin, Brand Manager for Simoniz, said “Simoniz uses over 100 years of car care knowledge to ensure its products offer long-lasting protection and a brilliant shine. The new livery builds on this heritage and shows the continued investment in the Simoniz brand. The re-livery will be supported by advertising in the near future.”

The brand re-design is accompanied by the launch of Simoniz Alloy Clean Plus, (£9.99) which has a unique non-acidic formula that can be used on all wheel types without causing corrosion.
Damaged wheels are particularly susceptible to corrosion from traditional acid-based wheel cleaning products – the highly caustic nature of the chemical acts to break down the wheel’s protective lacquer, exposing the alloy metal to further corrosion. Research by Simoniz shows that 72 per cent of vehicles in the UK car parc suffer some form of damage to their alloy wheels*, ranging from minor scuffs and abrasions through to obvious blistering and bubbling of lacquer and paint finishes. The survey revealed that nearly half the sample exhibited damage to two or more alloy wheels.

Simoniz Alloy Clean Plus has a non-acidic formula which is safe to use on all wheel types – including damaged ones – quickly removing traffic grime and brake dust to return wheels to a brilliant shine. Thanks to its unique technology, the product won’t degrade the surfaces of unprotected brake discs and tyres.

The easy-to-use trigger-spray bottle is packaged with a wheel cleaning brush, which can be used to agitate stubborn grime and ensure that the product’s cleaning power is distributed to every nook and cranny of the wheel with minimum effort.

Bruce Ellis, Research & Development Manager for Simoniz, said: “Damage from acidic wheel cleaners can occur immediately, breaking down the lacquer on the wheels and causing corrosion. Simoniz Alloy Clean Plus has a unique non-acidic formula which can be used on any wheel type and will not damage the lacquer or any exposed alloy material. Extensive testing at Simoniz’s state-of-the-art laboratory has shown that Alloy Clean Plus outperforms other leading wheel cleaners, and performs effectively even without any agitation with a cleaning brush.”